Rock Paper Scissors – Market Decision Making

March 22, 2010
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“The key to good decision making is not knowledge. It is understanding. We are swimming in the former. We are desperately lacking in the latter.”
Malcolm Gladwell (Blink: The Power of Thinking Without Thinking)

 

Rock-Paper-Scissors

 

CMO’s are facing one of the most difficult decision making climates in generations. While some think there is an analogy to the book the Perfect Storm, a sequence of powerful forces converging to create a momentary disastrous environment. I posit that this is the new reality in marketing decision making – a highly fluid, highly reactive, highly charged atmosphere.

This isn’t a bad thing, challenges can drive elevation creativity, performance and results. In surveying the challenges for CMO’s in 2010 for a recent presentation, it became clear that creating the space to elevate performance in this market is going to be very difficult for four reasons:

  1. No Gravity
  2. Constant Conflict
  3. Tactical Engagement
  4. Managing by Measurement

 

One of my early mentors had a string of unique, folksy, down home analogies that he applied to the dynamically changing telecommunications environment

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